Motivating recycling behavior—Which incentives work, and why?

Abstract

Building on previous literature in incentives of recycling behaviors, our research aims to compare the effect of financial and nonfinancial incentives among different consumer groups and for different recycling programs, and to explore the underlying mechanism that driving the effect. Across one field study and three lab studies, the current research show that financial incentives are more effective for less emotionally involved products and among consumers with lower levels of environmental knowledge, while nonfinancial incentives are more effective for more emotionally involved products and among consumers with higher levels of environmental knowledge. We explained the effects from the focus‐processing theory. This research contributes to existing literature by investigating different influence of financial incentives and nonfinancial incentives on recycling behavior. Another novel move is to use the concept of “emotional involvement” to define recyclable items. Moreover, this study establishes the influence path from incentives to behavior focus and recycling behavior to explain the reasons for different effects of rewards under different conditions. Marketers, policy makers and NGO could benefit from the findings by implementing tailor‐made rewards strategies for various targets and recycling programs.

Barriers and Enablers to Food Waste Recycling: A Mixed Methods Study amongst UK Citizens

“…Getting citizens engaged in food waste recycling schemes is a major concern for local UK authorities [ 88 ]. It is hoped that our results can help inform behaviour change interventions that will lead to a successful nationwide food waste collection and recycling strategy.…”

“…It could also involve the improved functional design and free distribution of bins (e.g., well-ventilated) and compostable caddy liners (e.g., that do not disintegrate), developed according to user-centred needs for cleanliness, convenience and hygiene. Financial incentives can also be an effective intervention strategy for getting people to start recycling, particularly for “low emotional involvement” items (which household food waste is assumed to be) [ 88 ]. These types of incentives, e.g., cash, coupons or lotteries, may be an effective way of turning a behaviour that was not routine in the first instance, into one that is, which can then be sustained, in the long term, by habit.…”

The influence of local waste management culture on individual recycling behavior

“…The persistence of local norms over time further points to the urgency of promoting sustainable resource management norms and practices. To this end, policy makers can employ behavioral interventions (Shearer et al 2017, Nisa et al 2019, Akbulut-Yuksel and Boulatoff 2021, waste management-related education (Vining andEbreo 1989, De Young 1990), and pecuniary incentives (Viscusi et al 2011, Li et al 2021, that can increase recycling rates either by directly affecting individual behavior, or by establishing pro-environmental social norms propagated by peer influence (Abbott et al 2013, Ceschi et al 2021, Deng et al 2021.…”

How and when Narcissism and faith in humanity drive sustainable consumption

“…In terms of product disposal practices, scholars have considered recycling the key indicator of postuse sustainable consumption and the main solution to solid waste problems. Accordingly, extensive research has focused on motivational factors (e.g., intrinsic, extrinsic, egoistic) that explain the decisions to recycle products (Bagozzi & Dabholkar, 1994; Grazzini et al, 2018; Li et al, 2021; Onel & Mukherjee, 2017; White & Simpson, 2013; Winterich et al, 2019). Yet strong evidence regarding global warming indicates that recycling alone is insufficient and that policy makers and firms need more effective and efficient solutions to waste management.…”